The AIDA Formula of Persuasive Writing

If you ever observe the advertisements closely enough, you would notice an interesting pattern – something very eye-catching or interesting happens that immediately grabs your attention. The background description adds to the features and benefits of the product that start to build your interest. Before you know it, the attractive presentation and persuasive style would have created a desire inside you of giving the product at least one try which then leads you towards the action of obtaining the product.

If you have had a similar experience, or know someone who did, you would realize the power of AIDA. In that case, it won’t come as a big surprise that it was invented by the marketing industry to attract the customers.

Today, AIDA techniques are used in Business Writing for the same purpose – to draw and impress the reader with your presentation and persuasion. The four steps of AIDA are −

●      Attention − Hook the reader with an attention-grabbing sentence.

●      Interest − Create interest by mentioning benefits of what the reader likes.

●      Desire − Use middle paragraphs to prompt the reader towards action.

●      Action − Actions the reader is needed to take to get what he desires.

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